Owned lead generation for business energy brokers.

Most lead aggregators in this sector sell the same enquiry to three or four brokers simultaneously, and the business on the other end of it knows they've been passed around because their phone starts ringing within the hour from people they didn't contact. Close rates on that kind of lead are predictably weak, and the price per lead rarely reflects how thin the exclusivity actually is.

An owned funnel flips that. You control the questions asked, the qualifying fields captured, and who the enquiry goes to. A business that fills in your form spoke to you and nobody else, and your desk is working a warm, single-source enquiry rather than competing against three other quotes that landed in the same inbox five minutes apart.

A generic contact form asking for name, email and a message wastes the first call on questions the visitor could have answered on the page. I build forms around MPAN or MPRN capture where the business has a bill to hand, current supplier, contract end date, and an estimate of annual consumption in kWh, so your desk knows whether they're looking at a small microbusiness meter or a half-hourly site before the phone rings.

Contract end date is the single most valuable field on the form. A business six months from renewal is a warm lead worth working now. A business that's just signed a three-year deal is a nurture contact, not a today priority, and treating both the same wastes desk time on the wrong calls at the wrong point in the renewal window.

A lead that sits in an inbox until someone remembers to check it has already lost value by the time it's actioned. I integrate the funnel directly into your CRM by webhook or API where one exists, with routing rules if you split desks by sector, meter type, or region. Where a CRM only accepts email, I build a structured notification with every field laid out clearly rather than a wall of raw form data.

I also build in basic fraud and duplication checks — disposable email domains, repeated submissions from the same IP within minutes, obviously fabricated phone numbers — because a funnel that converts well on paper but delivers a third junk submissions isn't actually delivering the volume it appears to.

A quote funnel that collects enough detail to action a switch usually needs to lead into a Letter of Authority at some point in the journey, and the consent language around that has to be clear about what you're authorised to do on the business's behalf and for how long. I write that copy in plain, accurate terms and place consent checkboxes where they belong in the flow, not buried in a footer nobody reads.

I'm not a compliance consultant and this isn't legal advice, but the forms and consent language are built with the same care I'd want if it were my own desk relying on them holding up under scrutiny.

I won't build a funnel that harvests data for resale alongside your own use of it, and I won't recommend traffic sources that pad submission counts with obviously disengaged visitors — incentivised traffic, co-registration lists, or cash-for-form-fill networks that show up in some quote comparison campaigns. Those inflate a top-line lead number and destroy your desk's time on the phone. A smaller number of genuinely warm enquiries beats a larger number of dead ones every time you look at cost per acquisition properly.